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2019 Digital Marketing Review

In this podcast, we will be talking about how to review and analyze what has worked digital marketing-wise in 2019. It is important to take the time to review what has worked and what hasn’t worked, along with making sure your content is attracting the right target audience you are looking for. We dive into Google Analytics, Facebook, Instagram, YouTube, Pinterest, and more!

We also mention this AMAZING tool we have been using for Pinterest called TailWind, it has significantly increased our traffic to our website!

 

00:01 Amber Irwin: Hello everyone, I am your host, Amber Irwin. Welcome to Social Speak Network and welcome back from the Thanksgiving holiday break. I know everyone is so excited to be back to work. And if you are a business owner, this is the last month of the year, so we have a lot of things that we want to look at and really analyze to see what has worked marketing­wise for 2019. So today I’m gonna walk you through a few different things to track what has really worked digitally for your company. And it’s really important to take the time to look at the past year, to look at your content, what’s gotten the most likes, the most shares, what blogs have gotten the most shares, what videos have gotten the most comments and likes?

00:55 AI: So it’s really important to see what your audience is liking because this time of year,  you’re putting together the budget for the following year, you’re putting together your content and your marketing strategy. And so you need to know what is expected of you, for at least the first quarter of 2020 and have a plan for the year, so you can stay on track. And this has been a really big year for us as a company as well because we really stayed consistent with our marketing mission, which is key because it’s easy to get in the mode of blogging and doing videos and then something comes up. Maybe it’s work­related, maybe, you know, whatever it is, something comes up and you fall off the track of being consistent. So by looking at what has worked and what your audience is looking for, that will help you create that strategy for the following year and really be able to stay on track and stay consistent because the content is king, but consistency is even better. That’s the Ace.

02:02 AI: So you wanna make sure that you are being consistent and you’re continuing to deliver that information that your audience is looking for. So I wanna walk you through a few things on how to monitor your year to see what’s worked. So the first thing I wanna start with is your social media. So looking at… Let’s open up Facebook, looking at just your posts, so we wanna look to see… You should be tracking each month, your likes, so you should be able to see how many likes you have increased this year. So if you go to your insights, it will tell you. You can change the insights to the past 28 days. And this is why it’s important to look at this on a monthly basis,  because unless you know what that beginning number was, at the beginning of the year, you may not know exactly what that number is now. So if we go to likes, it will tell us how many likes we have and then it will tell us just the beginning of November, what we had.

03:25 AI: So, it’s important to just check in on that math monthly, to make sure that your likes are increasing. And if you’re doing paid advertising with Facebook, you should be running ads to, go to our landing page to actually collect those emails and those leads. But then you should also be doing some page ads as well to increase the engagement and likes. So you’ll have organic likes and then you’ll have paid likes. So that’s really important to know the difference between where your likes are coming from, on Facebook. Is paid advertising really working and/or boosted posts. Are you getting, when you boost a post on Facebook, have you been getting more likes and more engagement?

04:11 AI: So it’s important to take the time to look at your insights to see what is working and then when you go to your posts, you can see what times of the day people are engaging. So for us, we get the most engagement early morning like 8:00 AM So moving into our content strategy for 2020, we may wanna make sure that our posts are going out between 6:00 AM and 8:30, 9:00­ish because if we… When we start posting at noon, our reach drops significantly and when we post on Facebook later in the day, at night time like 9:00 PM to 10:00 PM, it drops even more. So our prime­time on Facebook, is that early morning, that 6:00 to 9:00 mark. So that’s important to know as well, so that’s the time and the days.

05:12 AI: And then I can look at all your posts published and I can see which posts are getting either an organic reach or post clicks, reactions, comments, and shares. So you wanna see which ones are getting the most engagement, and then what type of a post was that? Because that’s really important to be able to monitor. If you’re putting up just shared articles, curated content, which is important, but there’s no personalization behind it, there are no videos. It’s just always sharing content, and you’re not getting any engagement, well, that then says, Okay maybe my audience isn’t liking that. But if you put up posts that talk about client stories, patient stories, it talks about the personality of your office, showing more behind the scenes and stats, that’s what works for us. Stats, people love when we put images up of stats in healthcare for marketing. So that’s what really works for us, are stats and content marketing strategy.

06:00 AI: So Facebook is the first place I would start looking at those insights, looking at what posts have been working. You can on your posts, you can go back for the whole year. It’s just your insights that you can only go back 30 days but your content if you go into Facebook, go to your page, click on insights on the top, and then go to posts, you can then… And you can break it down to all of your posts. You can look at if you did events, videos, stories, different types of posts it will break down, but you will be able to see what posts are getting the most reactions. And that’s what you wanna start implementing more of in your content strategy for 2020. The next platform… And you’ll wanna do this for any platform that you are posting to.

07:24 AI: So we use Facebook and Instagram the most. So again, I wanna come through Instagram and I wanna look to see how many people liked it, if we got any comments, what type of comments we were getting, and then what types of posts, again, were people liking? Were they like when we were re­posting from people? Were they liking when we are putting stats up, videos? So really looking at the types of posts, and then again, the number of followers you have. So at the beginning of the year, we are doing really great with Instagram Stories, and we were highlighting them. Well,  as you can tell, we stopped that. We were great on posting to our feed but the Instagram Stories kind of… They weren’t a priority of ours anymore, and so these… You can even just tell in these branded images, it doesn’t match the brand that we have down here.

08:27 AI: And so here we should have healthcare marketing tips, healthcare social media, health…  Because again, our target client is businesses that are in the healthcare and health and wellness industries that have one to six locations. So that’s what we need to work on, is getting our stories back up and going and re­organizing these highlighted stories. So our posts have done great.

Even with Instagram TV, we were really good at being able to stay on it and we are getting some great traction but again, it fell through the cracks and it wasn’t a priority. So looking at those analytics,  how many people were watching Instagram TV, how many people were commenting? And that’s something that we may need to increase for the new year. So Instagram’s the next platform.

09:28 AI: Pinterest, I’ll get into Pinterest in a minute, but we use Pinterest a lot, and going into, I wanna talk about Google Analytics really quick. Google Analytics is a great way to really wrap your head around where all your traffic is coming from because your website should be your hub. That’s where everyone should becoming. This is where your blogs are going, this is where your videos are going within those blog posts, so your Google Analytics can give you a huge insight into what’s working. And you may wanna start here and then branch out into social media and your blog. One thing I found interesting on ours is under Acquisition and then Social, and then I  just went to Overview, and I’m in Google Analytics, and on our overview for social, most of our traffic is coming from Pinterest, which is awesome. It goes Pinterest, Facebook, YouTube,  LinkedIn, Scoop.it, then Instagram, and then we have some LiveJournal, Twitter, Google+. But you can see it.

10:47 AI: So Pinterest, we’ve had over 1100 people come to our website from Pinterest and we’ve had almost 500 people come to our website from Facebook. So our Pinterest strategy is really,  really strong, and we do use a tool called Tailwind. I’ll put that link below so you can check that  awesome tool out, and it’s working. So obviously, we wanna increase our Pinterest strategy, we wanna make more images, we wanna get more content up there, because that’s where people are finding us. So this is working. Facebook is working. YouTube is working. People are finding us and then clicking back to our website. So Google Analytics is a great tool for you to really be able to identify where your traffic is coming from.

11:42 AI: And the other thing, even if you click on to Audience and Demographics, you can do… I  just did the overview, but you can look to see what is the age group of people that are coming to your website, what is the gender, and what’s the interest categories. So you can look and see where people are coming from. And I think that this is important because one thing that I always find interesting is the content that we work so hard every day, every month, where are we… What’s working for us? And is the content that we’re working so hard on, is that attracting the right audience? So that’s something else to look at, to say, okay, where else are… If I’m running this  content, and it’s directly around healthcare digital marketing, and our Google Analytics is telling us  that we’re getting a lot of foodies coming to our website, people are interested in food and… Well,  that’s not a good connect. That’s wrong… Obviously the wrong demographic.

13:00 AI: So how do we need to change our content or change our… Look at our SEO, our keywords, and figure out how do we reach that correct target market. So Google Analytics is a great tool to be able to do that. The other thing I want to mention is YouTube. YouTube is a great tool to really track and see what videos are getting the most engagement. And this year alone, I think at the beginning of the year, we were at maybe five or seven subscribers, and we’re up to 154. Now that’s still very low but in a year’s time of us being consistent, we’re getting anywhere between three and five new subscribers a month, which is great for us because we’re not doing any paid advertising on  YouTube. This is all just organic but they’re finding our videos. And, again, when we are putting our videos into… When we put our videos up, we’re putting a link in the description to our blog. So they are going to our blog or to that website from YouTube, which is awesome.

14:19 AI: So it’s really important to analyze that to see what videos are working and which videos… If you thought a video would be great and it only got one view, well, why did it only get one view?  And did you share it with social media? Is it on your blog? What can you do to increase that video?  So, YouTube’s a great place to really look at the analytics and see what’s working. The last thing I  wanted to talk about is your website. So, with Google Analytics, it will track all the traffic, and it will tell you where your traffic is coming from. One thing that we had installed on our blog is a  tool… It’s a sharing tool, it’s a plug­in, and this allows people when they’re on the site that they can share it to Pinterest, Facebook, Twitter, Google+, and LinkedIn. So it’s a great way to see how many people are coming to your website and actually sharing those social media… Or excuse me,  those blog posts to social media.

15:29 AI: And so one of our blogs, I think it was our content marketing strategy, that one had been shared quite a few times. So that shows us that people really want to understand more of that strategy, and how to put that content marketing strategy together. Let’s see here. I know it’s here. So just looking at going through your blog post, looking at each one, seeing which ones have got shared the most, and what were those topics? What were people wanting to know about? And I  think that that’s really important because, again, it’s all about delivering that content to your audience in such a way that they’re receiving it, they’re sharing it, and they’re doing it. So that’s… So this one. So why is it so important to have a digital marketing strategy? This is a blog we wrote. 106 shares. 102 of those were to Pinterest. That is awesome. Four of them were on Facebook. So this shows me that, again, that Pinterest strategy that we have worked is killing it, and we wanna keep doing more of it. So, again, we have four more weeks left in 2019. If you have kids, I know that you really only have two or three weeks to really finish up this year because then they go on winter break, and Christmas is here and the holidays are here, and it’s craziness.

17:22 AI: So take time this week or next week, block out two hours and look at what has worked digital marketing­wise for 2019. Take the time, jot it down, and as you’re… And at this point, you should already have that content marketing strategy started for 2020. And by knowing what types of posts have worked in 2019, what you wanna do more of, if video marketing is something that  you’ve really been putting off this year, but when you have done videos, you get a ton of likes and  shares and comments, that shows that you need to implement that more into the new year. If you post more… People want to feel like they are a part of your company. It’s that know, like, and trust factor. And showing more behind the scenes, so interviewing… If you are a healthcare practitioner,  interviewing the doctors, interviewing the nurses, have the Friday fun­day behind­the­scenes  pictures.

18:27 AI: I know this takes a little bit of extra time and planning, but I promise you this, if you do it and you stay consistent with it, you will see a huge difference in your social media and your digital marketing. You will see an increase in patients. You will see an increase in likes and comments and just that engagement, and if you need help managing this and putting together the strategy, that’s where we come in. That is our expertise, to work with healthcare professionals, to get the new patients in the door by using Google and Facebook ads, to put together the strategy for social media marketing, email marketing, and blogging. So you’re reaching your audience on every digital platform there is, on each level so they feel connected to you, and they wanna come into your healthcare practice. So if you need help, head on over to socialspeaknetwork.com and schedule your free 30­minute consultation today. 18:49 AI: Thank you. Have a great day.

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Digital marketing Review 2019

Healthcare is an ever-expanding, ultra-competitive marketplace. It can also be very technical and jargon-heavy, which can be off-putting to most people. To remain competitive in an ever-evolving industry, it is important to employ creative marketing tactics that cut through the clutter. 

Take a look at these 6 successful healthcare marketing campaigns and start pondering how your company can leverage similar tactics.

Johnson & Johnson – Campaign for Nursing’s Future

Nurses are an incredibly dedicated group of professionals who tirelessly lend love and support to their patients. Unfortunately, in 2002, the U.S. faced the most profound shortage of nurses in history.

In response to reports of a dire shortage of nurses, Johnson & Johnson launched the “Campaign for Nursing’s Future”. It is a public awareness campaign that aims to encourage people to become nurses and nurse educators, as well as to retain nurses currently in the system.

The campaign not only helped increase the awareness of the value of the nursing profession, but it also gave nurses an opportunity to share their stories. 15 years after the campaign was launched, Johnson & Johnson profiled some of the nurses who benefited from this campaign. 

Campaign Sources:
https://nursing.jnj.com/
https://www.jnj.com/tag/campaign-for-nursings-future
https://www.facebook.com/CampaignForNursing/

The Johnson & Johnson Campaign for Nursing

Dana-Farber Brigham & Women’s Cancer Center – You Have Us Campaign

A cancer diagnosis can affect much more than the physical body. Dana-Farber Brigham & Women’s Cancer Center created a campaign to help empower patients who are dealing with cancer.

To encourage a more personal approach to cancer treatment, they created the slogan, “Right now you may have cancer. But what your cancer doesn’t know is – You Have Us.”

By sharing confidence-inspiring online videos and words of encouragement, the campaign made a tremendous impact on their audience. 

The “You Have Us” campaign became successful because it built trust between the Cancer Center’s personnel and their target audience.

Campaign Sources:
https://www.youhaveus.org/


https://www.facebook.com/danafarbercancerinstitute

Dana-Farber/Brigham and Women's Cancer Center - You Have Us

Arkansas Children’s Hospital – #100DeadliestDays Campaign

Dr. Sam Smith, Surgeon-in-Chief at Arkansas Children’s Hospital, shocked everyone with his claim that kids are more likely to get hurt, injured or die between Memorial Day and Labor Day.

The campaign’s purpose was to raise awareness of the dangerous time period between Memorial Day and Labor Day. They wanted to make sure that parents know the risks their children face during this season.

With the #100DeadliestDays, Arkansas Children’s Hospital provided a tip each day to help increase safety for kids and teens. They also shared some safety facts and other valuable information on their social media channels.   

This campaign has been very successful and has received a lot of attention from the media and the public. It is memorable, worth sharing, and it also had the shock factor.

Campaign Sources:
https://www.archildrens.org/health-and-wellness/happy-and-healthy-blog/100-deadliest-days-for-kids
https://www.facebook.com/ArkansasChildrens
100 Deadliest Days for Kids

UnitedHealthcare – We Dare You Campaign

Many healthcare providers encourage their audience to adopt healthy habits, but UnitedHealthcare took it a step further by adding a social media element to their campaign.

The award-winning UnitedHealthcare Campaign, We Dare You, is a great example of a wellness campaign in action. Each month, there are new fun challenges and quizzes that are aimed at encouraging their followers to take the first step to a healthier lifestyle and then document it on social media.

The We Dare You Campaign is one of the most successful healthcare marketing campaigns, as it won 8 awards – 2 Healthcare Advertising Awards, 2 Hermes Awards, and an Aster Award. 

Campaign Sources:
http://42cdev.com/client/wedareyoutoshare.com/?now=2015-09-01
https://www.facebook.com/UnitedHealthcare/

United Healthcare We Dare you

Carilion Clinic – #YESMAMM Campaign

When clinicians noticed that many women in Roanoke Valley were not getting mammograms, Carilion Clinic decided to launch the campaign, “YES MAMM, Say Yes to Your Annual Mammogram”. They also provided screening location throughout western Virginian.

The goal of this campaign is to raise awareness about breast cancer and the need for early detection. They used #YESMAMM to answer common questions about breast cancer from their audience. It also drove traffic to their website, where they urge women to make an appointment at one of their local labs. 

#YESMAMM is a perfect example of the power of hashtags to start a movement. In fact, it is one of the most successful healthcare marketing campaigns. 8 years after the birth of the Yes Mamm campaign, Carilion Clinic is still getting kudos. 

Campaign Sources:
https://www.carilionclinic.org/
https://www.facebook.com/carilionclinic
#YESMAMM

New York Presbyterian Hospital – Patient Stories

Nothing drives a message home like a well-told story. When they realized that patients wanted an outlet for telling their stories, New York Presbyterian Hospital harnessed the power of social media to share patients’ stories and connect with their target audience. They even created an entire video marketing strategy around this concept, and that’s something of a game-changer.

Patients’ stories and testimonies can trigger emotions of empathy. By showcasing raw stories on how doctors and nurses helped patients, the result is something even more potent than drugs: hope, trust, and peace of mind.

This marketing campaign creates a sensitive tone for patients while shining a positive light on the medical practitioners and the hospital’s reputation. 

Campaign Sources:
https://www.nyp.org/home
https://www.nyp.org/patient-stories
https://www.nyp.org/kids/stories.html
https://www.youtube.com/user/newyorkpresbyterian
https://www.nyp.org/amazingthings/

#NYPSTORIES

If you need help strategizing your next digital marketing campaign please schedule your free 30-minute consultation today! 

Podcast Script Below:

00:02 Amber Irwin: Hello. Welcome to Social Speak Network’s podcast, I am your host, Amber Irwin. Today, we’re gonna be covering six successful healthcare marketing campaigns that may be able to inspire you to create a new marketing campaign for your practice. The first one I wanna talk to you was about, is Johnson & Johnson. Back in 2002, there was actually a shortage of nurses. Nurses are one of the most dedicated professions out there. They work long shifts, they deal with a lot of people, and they always have the ups and downs of everyone else’s lives. So, when there was that shortage, Johnson & Johnson created this campaign for nursing’s future, so they wanted to create a group of professionals who tirelessly lend love and support to their patients and really wanted to give them that support that they needed, that the nurses were giving to everyone else.

01:13 AI: And so it really went public and people started becoming more and more aware of what Johnson & Johnson were doing in this campaign. And so now it’s become… Being able to educate nurses, give them a ton of different donations of where nurses are supporting the community. Really an educational platform, a community, that Johnson & Johnson has built for the nursing profession, to really be able to provide them value. So on here, you’ll see there’s personal stories, different ways that Johnson & Johnson’s caring and giving back to the community, where they’ve come from. And so this is a campaign that’s been on for a long time, 15 years, and which is amazing, for something to last and still going strong 15 years later. This is huge. And really, it’s because of their why. They saw a shortage in something. They saw an area where they can give back and be more than just a product company and really give back to their why, which was nurses and be able to provide a community for them. So that is huge.

02:36 AI: The next one I wanna talk to you guys about is the Dana-Farber/Brigham Women’s Cancer Center. What they have created here is really a slogan about; Right now, you may have cancer, but what your cancer doesn’t know is you have us. So it’s really about talking to the patient as an individual and helping them understand the journey and what they are going to need to overcome what is ahead of them. Cancer, that C word is a very scary thing, regardless of what type of cancer it is. So what they have been able to do is really play off of that relationship and that story and educating their patients on what’s gonna work best for them.

03:36 AI: So it’s to help them empower patients who are dealing with cancer and what does their future look like. So that slogan, right now, you may have cancer, but what your cancer doesn’t know is you have us. That shows the patient like they care about me. You can see on their home page, it’s, you have us. You’re not in this alone. We are here to help you every step of the way. And to me, that gives me the chill bumps, that really connects with, especially as a woman, so this connects with me. And so this campaign that they have created and the slogan, it’s so simple, “you have us” and those three words have gone viral with them, because this is people… They trust them, they’re creating that relationship with them, and so what they’ve been able to do is provide that support. So that’s a huge, just moment of, “Okay I’m not alone, I have this practice behind me, I can do this.” They’re empowering their patients and guiding them through this journey of having cancer. So that is amazing.

04:53 AI: The next one is an interesting blog. So the Arkansas Children’s Hospital wrote this blog, and it is 100 deadliest days for kids. Now this blog was published back in 2014 and the hashtag, #100DeadliestDays, this thing spread like wildfire, because just the title, 100 deadliest days for kids. Oh my goodness, what is it? So this was the doctor writing about. Now, through Labor Day, marks a time when kids are most likely to be injured. Whether that was a broken bone, they were sick, accidents happen, or worst-case scenario, they unfortunately had seen the most children’s deaths within this time frame.

05:48 AI: So, this was written in June of 2014. And this is something that the Arkansas Children’s Hospital has been able to incorporate into their digital marketing and something that they’re constantly sharing and reminding people, it gave a purpose to raise awareness to the dangerous time period of Memorial Day to Labor Day. They wanted to make sure that parents knew the risks and what children were facing within that time. You have to think, that’s obviously the summer, you’re traveling, sports, being outside. This is also, unfortunately, where you see kids being left in cars. This is where Arkansas Children’s Hospital really wanted to bring that information to their audience and let people be more aware of the summer season is a time you really pay attention to these safety tips and make sure that your children are okay.

06:56 AI: So, one thing that they could do each year is they could come in here and they could update this blog post. So it’s always showing new and you’ll see that a lot with… Especially with the digital marketing, Hubspot, CoSchedule, social media today. They’ll write a blog that was a few years old. And then they’ll say updated as of a certain date because this article was such a powerful piece for their digital marketing. I would just take it a step further and update it, make sure that the information is still correct. Maybe if there are stats in here, you wanna make sure that the stats are are still relevant to today’s date, but this campaign for them was a huge success on such a sad, touchy subject. So, education is really important for your digital marketing, and a blog post just like this can become its own digital marketing campaign.

08:00 AI: The next one is going to be United Healthcare, “We Dare You” campaign. And many health care providers encourage their audience to adopt healthy habits, but United Healthcare took it a step further by adding a social media element to their campaign. This was an award-winning campaign by the way. This is an example of wellness campaign in action. Each month, there were new fun challenges, quizzes that were aimed at encouraging their followers to take the first step to a healthier lifestyle and then document it on social media. So, one really cool thing about this campaign is when you tie in your social media and your audience, people love to show off what they’re doing and especially if you challenge them. Challenges are great for social media, especially in the health and wellness industry, because they wanna show you this is what I’m doing, this is how I’ve improved my life, this is my recipe, and this is how I’m staying active.

09:09 AI: And so the fact that they not only gave quizzes and create their own challenges, but then they wanted their audience to share with them. And so this was one of the most successful healthcare marketing campaigns. And it won eight awards, two Healthcare Advertising Awards, and that is just amazing, along with a few other awards, but this is something to really think outside the box. Now, this is a big company, United Healthcare is huge, we know that. But thinking of what your practice can do on a smaller scale. And we always say, it’s not the quantity of likes you have, it’s the quality. So if you have, let’s say 2000 likes, and of those 2000 likes, you’re getting between 600 and 800 people engaging on a monthly basis. That’s your loyal fan base. Take advantage of that loyal fan base and ask them to submit photos. Maybe you do a recipe competition, and you’re looking for the best Paleo recipe, the best Keto recipe, the best gluten-free recipe. Maybe within your practice you’re talking to your patients about these different types of a healthy lifestyle and you can tie in those conversations and those topics into your social media. So it marries the offline and the online together. So this was a great, great campaign. I love being able to see how many people were a part of it, all the awards that United Healthcare won, but it just makes you think, “Okay, let’s think outside the box.”

10:55 AI: The next one is the Caroline Clinic, and this was… They did a campaign that was all about #yesmamm, M-A-M-M. And this was all about their saying “Yes” to mammograms. So they wanted to make sure that women were taking care of their bodies, making sure that they were getting the annual mammograms or every three-year mammograms, based on what their doctor had said. They also provided screenings at that location throughout Western Virginia. So this is again something where they’re saying, “This is what we wanna help you with. Here’s how we’re gonna help you. This is what we believe in. This is what we want.” And so they had a pull-up their Facebook page. This was their campaign was this hashtag #yesmamm, M-A-M-M for mammograms. And the goal of the campaign was just really to raise awareness about breast cancer and the need for early detection, to educate their audience to really just understand how important it is for that preventative, for that checking and making sure that you are doing the right things and how to do the right things, et cetera. So this was a great campaign. I love being able to brand something that is to your target market that they can relate with. So that was huge. And it’s catchy, YesMamm. That’s what people wanna see.

12:43 AI: The last one is the New York Presbyterian Hospital. Their campaign was all about the patients and children’s stories. And nothing can sell a company better than patient testimonials. The stories behind the people that you serve, that you’ve helped. And that storytelling is such a big piece with digital marketing and marketing in general. This is why you see so many testimonials for info commercials. It’s those personal stories. It’s that, “Oh my gosh, I’m not alone. I dealt with that,” or “They’re just like me,” or “I’m not the only one,” whatever that is in our heads that’s playing. Being able to have patient stories is a huge piece of your digital marketing. And so what they’ve done is they’ve created a whole campaign showcasing raw stories on how the doctors and nurses had helped their patients, both adults and children. And the results… Something even more… What the patients were dealing with whether that was drugs, car accidents, sickness, they were able to tell their story, share how their experience was with New York Presbyterian Hospital, how the doctors help them and then what the result was. So because they came here, how was their life changed?

14:23 AI: And that’s the biggest thing, is they wanna know what’s that end goal and this shines such a positive light with their audience. And they actually had patients for adult stories and then also children stories. So they took it a step further to showcase what children are dealing with as well, and how they’ve been able to help them. So they have on their website to share your stories that will… Your experience. They wanna be able to shed that positive light and really be able to help other patients that are struggling with similar things. So, raw stories is just such an important piece and I wish that companies did more of this. And I know it’s something that’s… It’s a hard thing to do. One, you have to orchestrate that are you gonna… Is it gonna be a written testimonials or story? Is it gonna be video? And if it’s gonna be video, do people wanna be on a video? Do people wanna share their story? And so you have to be able to look at who your target market is. What your patients are going through? How has their life changed since they’ve been seeing you and being able to better their life?

15:49 AI: I feel like more and more people now are more willing to share their story to help others because they see the greater good. So as you’re putting together or thinking of these campaigns that you want to put together, think of these six examples. And be able to be able maybe pick and pull from different ones, different ideas that you’ve liked and really be able to look at your practice as a whole. And how are you helping your clients? What are they struggling with? What are their needs? And being able to put a campaign together for your digital marketing, to attract more people into your practice that you could help. Because at the end of the day that’s all why we’re in business because we wanna help more people. We wanna help the greater good. That’s our why, so how do we reach them? And that’s an amazing thing with digital marketing. There are so many different ways that we can do this.

16:45 AI: So, if you need help and you are just struggling with creating a good campaign or wanna run some ideas past us, please head on over to socialspeaknetwork.com. Schedule a free 30-minute consultation. We love to be able to brainstorm ideas and figure out what’s the best route for you and your practice and be able to provide that feedback. Sometimes it’s just nice to have a listening ear on, “This is what our practice is thinking, does it make sense? Do you think it would work?” So again, Social Speak Network, free consultation, and until next time, please subscribe on iTunes or on Podbean. Have a great day.

6 Successful Healthcare Marketing Campaigns You Need to See Pinterest

Discovering your Patient't Journey

From the moment a patient seeks medical care for an injury or makes an appointment with their family doctor to determine the cause of their recent symptoms, the patient has begun a journey during which multiple people may be involved.

Hospitals, physicians, nurses, and other providers, may all be, at one point or another, involved in this patient journey.

When we start to think of the “Patient Journey” we need to think of these things:

  • What they are going through?
  • What are their pain points before they get to you?
  • What are they experiencing and struggling with?

By identifying these things this helps you as a business owner be able to provide the right resources they are looking for.

In today’s healthcare landscape, consumers have more options, choices, and resources when it comes to the direction of their own care. This ecosystem shift slab that the patient transportation is not a linear one, but rather a multi-stage clause with many different channels and touch points along with the media (much like a tree with dozens of different branches).

A few stages of the “Patient Journey” –

Awareness: Self-assessment of barrier and symptoms, leading to online research and education, consequence problem on social media, etc. This is the start id their journey, they have recognized that something is not right with their body, or how they feel. Most people will become aware of their issue and then start the research process. 

This is where they will spend hours online on different tools like Google, Pinterest, Facebook, WedMd, etc. to try to identify what they are going through.

Help: At this point, the patient understands they need help with their symptoms and are looking for the correct place to go. This is where your resource marketing comes into handy because you have been building a rapport with your patients, they trust you and know you are the right person to start with. 

Care: This piece is where the “know, like, trust” factor comes in. When a patient chooses you to be their caretaker and help them with their issues or symptoms this is a really big deal. most people just think I am a doctor and this is what I am supposed to do, but you are doing so much more. You are becoming a large resource mentally, physically, and emotionally. 

Treatment: You may be on the journey with these patients for a while, or just a couple visits. It’s important to take note of their treatment so you can use that data to help other patients like them. Treatment can be anything from home remedies, physical therapy, chemo, counseling, whether it be large or small treatment it will be a world of difference to your patient if they are no longer in pain. 

Behavioral/Lifestyle Change: Changes to reduce readmissions and promote proactive health. How has your care and treatment helped them to live a better life? This piece right here is the end goal, this is what people are looking for. 

  • Do they want to be able to walk with ease again?
  • Be able to live to see their family grow?
  • Be able to overcome their fears?

Whatever that lifestyle is for them that they will be able to achieve when they are doing work with you and your practice is the first step to your digital marketing. They are wanting something better in their life, they became aware of their problem, sought help, got treatment, and now ready to live their life again.

Ongoing Care/Proactive Health: What is the call-to-action? Do they need to come for follow-up appointments, exercises at home, home remedies, physical therapy, etc.? What do they need to do to continue their lifestyle and be proactive from here on out? 

It’s important for the patient to understand their journey and continue to improve. 

WHAT IS PATIENT JOURNEY MAPPING?

Patient route mapping in the healthcare industry is a data-driven, patient-centric approach to planning marketing activity, communications, and (to some degree) even delivery care. It’s a way to gather the facts, discover the anticipation of your patient, and then line-up that information to deliver an exemplary healthcare experience.

What testament a patient excerpt map do for you?

In short, patient section maps give you a clear guide for how to improve retention and acquisition through customer satisfaction. Exceeding patient expectation benefits your saps relation convenience twofold:

  1. It increases retention rates through patient satisfaction
  2. It increases new patient acquisition through evangelism

Word of mouth is still, and most likely always will be the best form of marketing, but if you can really connect with your patient’s on a much deeper level and be able to provide information, be a resource for them and their family. This allows you to take your digital marketing to the next level and reach more people. 

Conclusion

Active listening and putting systems in place is key! You will always want a steady flow of patient’s, and as their lives change maybe they move or find a different doctor or maybe your services are no longer needed, it’s important to keep that pipeline full with new and potential patient’s that need your services.

Digital marketing is a great way to connect with a potential patient’s in your community and be more than just a provider, but a resource. Once people feel they can trust your practice and get their questions answered, that’s when the magic happens. They start talking about you online and referring you more and more.

A few things to do when you get a new patient:

  1. Collect their email address – don’t just leave this in your system and not do anything with it, add it to your CRM like MailChimp, InfusionSoft, SalesForce, MyEmma, Constant Contact, etc. an email software so you can send them monthly newsletters with valuable information.
  2. Ask them to like you on Facebook or Instagram
  3. Invite them to leave a positive review on Google and/or Facebook once they are satisfied with their treatment
  4. Then have a strong social media presence to continue to stay top of mind

Remember, you are an important piece of your patient’s journey!

Learn more about  3 Tested Tactics to Integrate Patient Journey in Digital Marketing Strategy

Understanding your patient's journey and How to market to them online

How to Use Digital Marketing to Grow your Healthcare Practice

As a healthcare practice, it is really important to stay top of mind with your current patients and also future patients. By using digital marketing there are so many ways to stay connected.

One question we get asked a lot is:  

“How do we increase our engagement and promote our practice with digital marketing?”

Well, that answer is a little tricky since there are many different options out there. It’s more of a combination of different tools to make your digital marketing work for you. In the digital marketing world, it is about trial and error, seeing what your audience responds to the most and how to start those conversations. 

In this blog, I am going to talk about 5 ways to help increase your engagement and promote your practice. 

Word of mouth and referral marketing are still the best ways to grow your practice, but with people being able to access information from SO many places we have to be a little more creative and think outside the box to build those relationships and loyalty.

Once they have come into your practice you want to make sure you stay top of mind, more importantly, you want to make sure you have good online profiles so it is easy for your audience to refer you.

How many of you have wanted to try something new with digital marketing but just don’t know where to start or what to try?

Social media marketing is one of the most popular ways to get in front of your current audience and potential new patients.

You can do this organically or implement paid ads as well. This is not an overnight success, it does take time, but it does work!

Let’s talk about the 5 Ways to Help Increase Your Engagement and Promote Your Practice:

1. Instagram

We have been talking about Instagram a lot this year and we will continue to do so, it is one of the fastest growing social media platforms with the average age 35-65-year-olds. Instagram is all about the visuals, from building a strong brand presence on your feed, having font styles on your images, color scheme, image theme, etc. this makes your feed look clean and interesting. Let’s dive into how to master Instagram Stories

This biggest thing with Instagram right now is the Instagram Stories, these stories only stay up for 24-hours, so this is a great place for:

One really cool thing you can do with these stories is “Highlight” them, this saves them into an area about your feed pictures, you can categorize them so all your stories go to the correct boards.  This turns into a great resource for your audience, each video on Instagram Stories can be 15 seconds long, you can record a 45sec to a 1 min long video and then use this app called CutStory and it automatically cuts your video into 15-second increments for you to share.

How to highlight Instagram Stories

You can also create branded Instagram stories images with Canva, they have different themes you can choose from, you can use your own font styles, brand colors, logo, and images.

Now, you may be thinking what if I do a video that is more than 1-minute long, where should I put that? Well, don’t worry, Instagram has you covered and that is where IGTV comes into play. This is similar to YouTube but it allows your audience to watch the full video on Instagram, they don’t have to leave the platform.

A few ideas to create IGTV videos around are:

  • New mother tips
  • Birthing Plan
  • Vaccines
  • Physical Therapy
  • Counseling Tips
  • National Observance Days
  • Surgery Tips
  • New medical practices
  • Interviews with nurses and doctors

Instagram has a lot of bells and whistles you are able to tap into and really grow a long-lasting relationship with your audience.

2. Video Marketing

It’s 2019 and it’s all about the videos! Video marketing is huge and will continue to grow. Videos are great because it allows your audience to connect with you quicker. We wrote a blog a few months ago about “How to Create a Strong Video Marketing Strategy” videos are something you either love or hate.

Videos can be educational for your audience, videos with closed captions are even better. Here are a few good stats about video:

Let’s dive into the statistics behind healthcare marketing with video:

  1. About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video. (Source: Eloqua)
  1. Video is now the sixth most popular content marketing tactic, as 70% of B2B marketers use some form of online video with their overall strategies. (Source: Eloqua)
  1. Of the 80% of internet users who watched a video ad, 46% took some sort of action after viewing the ad. (Source: Video Brewery)
  1. The average user spends 88% more time on a website with video. (Source: Mist Media)
  1. Video and e-mail marketing can increase click-through rates by more than 90%.(Source: Mist Media)
  1. Video equals higher viewer retention. The information retained in one minute of online video is equal to about 1.8 million written words. (Source: Brainshark)
  1. Video attracts two to three times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search engines. (Source: MarketingSherpa)
  1. Blog posts incorporating video attract three times as many inbound links as blog posts without video. (Source: SEOmoz
  1. 59% of senior executives prefer video over text. (Source: Brainshark)
  1. Having a video on the landing page of your site makes it 53% more likely to show up on page 1 of Google(Source: Mist Media)

Source Here

When you think of video marketing, most people think you have to have a studio, pay a professional, take a lot of time on editing, props, backgrounds, and more. In all honesty with the technology of the newer smartphones and HD cameras, you can really shoot your own videos in office. Actually, the more authentic videos are the ones that get the most engagement online.

A couple of things to remember when shooting a video from your smartphones when you are recording a video for Instagram be sure to have your phone vertical, and when shooting a video for YouTube, Blogs, or Facebook you will want your phone horizontal.

Let’s start recording! Be Authentic, real, give value, and have fun!

3. Facebook Groups

Facebook groups are climbing higher on the list for digital marketing, gone are the days where just having a Facebook page worked, Facebook pages work great if you plan on spending money on ads.

There are a ton of Facebook groups out there that your practice can join, you can even start your own group.

For example – Let’s say you are a women’s medical office, Your services include OB-GYN, birthing center, primary care, pediatrician, etc. But, one special thing that your office focuses on is wanting to help new mothers with education. Vaccines, breastfeeding, car seats, home care, feeding, etc. Most of your patients come from within a 25-mile radius of your office, you can create a group on Facebook called “Tips for New Mothers YOUR CITY” in this group you can invite your current patients to join, post daily, as your group continues to grow you will post two or three times a day. You are creating a community of women that are going through the same thing and want answers. You can allow the members of the group to post questions and concerns for your practice to answer. This is a wonderful way to create trust with your patients. You can then start to mention the other services your practice offers.

In this video below, I will show you how to start a group from scratch and also how to search for groups to join.

4. Email Marketing

Email marketing is NOT dead, I know some may think that email marketing and newsletters are a waste of time, but they actually work great. It is a convenient way to stay top of mind with your patients. With social media marketing and the algorithms it’s hard to really know who has seen your organic posts, then to monitor the engagement. Now, the insights and analytics on the social media platforms tell you how many likes, comments, and shares you had on posts. With email marketing, you can actually see who opened your emails, who read them, and who clicked through to your website.

There are a few ways to incorporate email marketing into your plan:

  • Content Upgrades, also known as Free downloads. This is a piece of content you put together for your ideal patient to download, in order for them to download it they have to submit their name and email. For example – if we go back to the example in number 3, you could create:
    • Newborn checklist
    • Going home checklist
    • Breastfeeding Tips
    • New Momma Myths
    • Top 10 products to have at home for your new baby
    • etc.

This pdf would then be uploaded to your website and linked into MailChimp or Leadpages to create a landing page with the form for name and email, you can then push this out to social media, your current email list of current patients. Over time you will create quite a few content upgrades. Make a list of different checklists, ebooks, resources you can create for your patients now and then you push that out to gain new email subscriptions to grow your email list. This is an example of what a sign-up form looks like:

  • Newsletters – You can send weekly or monthly newsletters to your lists, in some cases you may have multiple lists and can customize a newsletter for each list based on your audience. It is important to understand what your audience wants to know about so you can pack your newsletters with valuable content. It doesn’t matter if you do weekly updates or monthly, what matters most is consistency. Whatever you choose to do be sure to stick with it. You can also incorporate your videos into these emails, this allows you to build those deeper relationships!

5. Blogging

Blogging serves dual purposes, it is great for SEO (Search Engine Optimization) and it allows you to show your expertise. When you are promoting your practice on social media your end goal is to get them back to your website to sign-up for your email list, book an appointment, or fill out paperwork, how do you give them an incentive to go back to your website?

When blogging just like everything else we have spoken about it is all about consistency. One blog per month or two, as long as you do one each month, these are no longer 300-500 word blogs, these are cornerstone blogs which means 1500+ words per blog. We recently wrote a blog on how to share your blog, in that post there is a FREE download, a blog checklist, you can download it here.

Your blogs should cover content that your audience wants to learn about, whether this is myths around vaccines, childbirth, new momma tips, etc.

This is where you tie the above 1-4 items into your blogging. In each blog post you will be:

  • Making an image you can share onto Instagram
  • Make a “teaser” video for Instagram with 3 inside tips from your blog
  • Create a longer video for IGTV about your blog
  • Create videos to go inside your blog post – you will place these videos on YouTube then insert them into your blog posts
  • You can also create a content upgrade or call to action for your readers to sign-up for your email list. Here is an example of a great blog post

Your website/blog is your hub, you want to drive traffic to your hub. Once your blog is complete you can then share it to multiple platforms with links back to your site, this helps reach new potential patients as well.

As you can see through these 5 different marketing platforms, they each allow you to grow your practice and connect with your audience on a deeper level. They all work based on consistency and planning. This is why having a digital marketing plan is so important.

If you are ready to take control of your digital marketing and want to see how to implement these tasks into your marketing plan please schedule a FREE 30-minute consultation with us today! 

How to Use Digital Marketing to Grow your Healthcare Practice